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Employee loyalty and alignment research

Employee loyalty and alignment research

With employee turnover at an all time high, employee loyalty is on the radar screen for most companies. Growing evidence suggests a direct relationship between the levels of employee and customer loyalty. It is enlightened companies that are investing in meaningful research to inform the development of strategies that nurture company culture, commitment and productivity, recognising the efforts also pay-back with more satisfied customers and increased sales.

Yet employee loyalty is one of the most elusive things to measure in a meaningful way. So we've brought together a selection of guidelines that we think you'll find of value.

• Ask employees for their feedback.

We often find that the issues raised differ from those that senior managers expect! However, when you take the time to ask, you should always report the findings back, in a timely manner, as asking implies a commitment to action.

• Ask questions that measure your company's performance as an employer.

Employee satisfaction is nearly always poorly correlated to loyalty. Employees can be dissatisfied, yet remain very loyal and vice versa. Instead, find out how you are rated as an employer.

• Measure how employees rate the key aspects of working within your organisation.

Culture and operating processes differ from company to company, but the way that employees form relationships, are guided or supported in their role and enjoy their working life within a company can be measured in a way that can inform overall company strategy. For example, getting employees to rate teamwork and communication, desirability of the company as a place to work, employees opinions on the effectiveness of business processes or the tools they are given to perform their role can help develop a picture and resulting action plan.

• Find out how likely the employee is to remain with you

By measuring on a scale of 1 to 5, you can create a picture for future recruitment and retention. You could also ask, how likely they are to recommend the company to other potential employees.

• Ask employees to rank elements of their role

Ensure you also gather the reasons for low or high rankings of particular attributes of their role by getting them to rate the performance of the company in developing their skills and knowledge in each attribute. Not only will you develop a picture of future training needs, but you'll gain valuable insight into what is seen as important and the alignment of this to overall company objectives.

• Ask employees to rank elements of their role

Ensure you also gather the reasons for low or high rankings of particular attributes of their role by getting them to rate the performance of the company in developing their skills and knowledge in each attribute. Not only will you develop a picture of future training needs, but you'll gain valuable insight into what is seen as important and the alignment of this to overall company objectives.

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